Consumer segmentation in the wine industry takes on many forms: demographic, geographic, behavioral, and others. In the United States, one of the most promising new demographic segments is the Millennial or Echo Boomer segment, which is being targeted by many consumer industries due to its size and buying power. For the wine industry, this group currently fits the legal drinking age range of 21 to 28. This empirical study describes the perceptions and attitudes of 108 Millennials regarding wine and what the wine industry can do to better market to them in a responsible manner. Results indicate that there is a need for greater wine advertising to this group utilizing fun, social, and relaxed settings; more innovative packaging and labels; a focus on “value” wines; as well as taste enhancements and environmental emphasis. [EconLit citations: M310]. © 2006 Wiley Periodicals, Inc. Agribusiness 22: 307-322, 2006.

Does executive coaching really work? Does it help improve leadership effectiveness and productivity? This action research study answers these questions by tracking the progress of 281 executives participating in a six‐month coaching and 360 feedback process. The results suggest that the combination of multi‐rater feedback and individual coaching do increase leadership effectiveness up to 60 per cent ‐‐ according to direct report and peer post‐survey feedback. Implications of the results for future executive development programs are discussed, and specific recommendations are provided.

Followership has been an understudied topic in the academic literature and an underappreciated topic among practitioners. Although it has always been important, the study of followership has become even more crucial with the advent of the information age and dramatic changes in the workplace. This paper provides a fresh look at followership by providing a synthesis of the literature and presents a new model for matching followership styles to leadership styles. The model's practical value lies in its usefulness for describing how leaders can best work with followers, and how followers can best work with leaders.

Recent marketing debates in the wine industry highlight two distinct viewpoints on how new wine consumers are created — through lifestyle choices or via lifecycle maturity. Qualitative research with a quota sample of American wine drinkers suggests that lifestyle choice is the more reliable source for new wine consumers. Based on the research results, several wine lifestyle options are identified and described. In addition, suggestions for further quantitative research models are recommended, as well as marketing strategics to capitalise on the wine lifestyle selections.

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